Integrated Planning
Integrated Planning connects the commercial objective to the proposition, capabilities, channels, delivery responsibilities, approvals, and measures required to act. It is the method used across Reach & Reason engagements, not a fifth capability or a vague product.
A campaign can have strong creative and weak channel logic. A website can be well designed and unclear about the offer. A media plan can deliver attention without a useful destination. A report can contain data without helping anyone decide.
Integrated Planning makes those dependencies visible before the team commits time, budget, or external suppliers.
Define the business priority, audience, market context, evidence, constraints, decision owners, timing, and assumptions.
Questions can include:
Typical record: a clarified objective, audience definition, evidence summary, assumption register, and decision-owner map.
Choose the proposition, message, capability mix, channel roles, priorities, budget logic, measures, approval gates, and rejected alternatives.
The purpose is not to create the longest plan. It is to make the important choices explicit enough for the delivery team and client to act consistently.
Typical record: a decision-ready marketing brief, channel-role map, measurement plan, dependency register, and approval schedule.
Coordinate the agreed work through accountable leaders and verified specialists. Record who owns the account, asset, data, budget, supplier, review, rights and final approval for each workstream.
Tools can support evidence review, option development, adaptation, quality assurance, reporting, workflow and continuity. They do not replace the decision owner or authorize external action.
Typical record: a delivery plan, role matrix, production or activation brief, source and rights record, and approval log.
Review the agreed measures and context. Distinguish observed performance from inference, document material limitations, and make an explicit continue, change, stop, or investigate decision.
Typical record: a decision report, experiment result, improvement backlog, and next-period plan.
It does not mean every engagement uses every capability, every channel, or a permanent in-house department. It does not authorize media spend, production, data collection, suppliers, or publication. The accepted brief determines the capability mix, owners, approvals, and exclusions.
Next step
If the marketing brief is still a list of channels, suppliers, or outputs, begin by defining what the business needs to change. We will use that priority to identify the right next conversation, scope, and specialists.